Impact of Conspicuous Consumption on Country of Origin of Brand: An Asian Model (Abstract)

Research output: Chapter in book/report/conference proceedingChapterpeer-review

Abstract

With increasing offshore manufacturing facilities, consumers have accepted the fact that brand name products are seldom made in the brand country. The well-established concept of country of origin of manufacture is slowly eroding in significance. As such, the construct of country of origin of brand (COB) is perceived to be a more appropriate evaluation tool for quality and image of hybrid products (Phau and Prendergast, 1998a).

This paper extends this notion by highlighting its saliency and relevance to Asia. The dominance of conspicuous consumption may be driven by Confucian influences, Hofstede's dimension of collectivism and the economic development of the region. The overt culture accentuates 5 traits: (1) brand identity (2) self-concept manifestation (3) status symbol (4) brand personality (5) country signifiers. 

Conceptually, we will show that these issues vindicate the appropriateness and significance of the construct of COB. Further research directions are developed to build on these leads. 


Original languageEnglish
Title of host publicationProceedings of the 1999 Academy of Marketing Science (AMS) Annual Conference
EditorsCharles H. Noble
PublisherSpringer Cham
Pages328
Number of pages1
Edition1st
ISBN (Electronic)9783319130781
ISBN (Print)9783319130774, 9783319366814
DOIs
Publication statusPublished - 2 Feb 2015
Event1999 Academy of Marketing Science (AMS) Annual Conference
- Coral Gables, United States
Duration: 26 May 199929 May 1999

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Conference

Conference1999 Academy of Marketing Science (AMS) Annual Conference
Country/TerritoryUnited States
CityCoral Gables
Period26/05/9929/05/99

Scopus Subject Areas

  • Marketing
  • Strategy and Management

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